Press kit

Press kit & brand DNA

Facts, approved descriptions, my bio, logos, colours and voice for journalists, race organisers and partners. Use anything here to write about PROJECT 171. For anything else, ask me directly.

01 Fact sheet

Name: PROJECT 171
Short form: P171
Tagline: “Earn the start line.”
What it is: An independent, documented path toward the UTMB start line: guides, training plans, kit tools and a small advisory cohort
Founder: Fredrik Asche Kaada
Operator: Kaada Nordic MarTech
Organisation no.: 936 289 835
Based in: Stavanger, Norway
Languages: English, French, Spanish and Norwegian
Pricing: Every price published on the Plans and Advisory pages, in EUR
Cause: Brand advocate for Protect Our Winters
Website: project171.com

02 Boilerplate

Short (about 40 words)

PROJECT 171 is Fredrik Asche Kaada's documented path toward the UTMB start line. From Stavanger, Norway, he shares practical guides, training plans and kit tools so runners worldwide can prepare for long mountain races with honest structure.

Long (about 80 words)

PROJECT 171 is an independent trail-running project founded by Fredrik Asche Kaada in Stavanger, Norway. Named after the long loop around Mont-Blanc (171 km on the measured course), it documents his own preparation for UTMB and turns it into free race guides, mandatory-kit checklists, structured training plans and a small Advisory cohort. Runners of every gender, age and pace are welcome. The site is published in English, French, Spanish and Norwegian, lists every price openly, and is not affiliated with UTMB Group.

03 Founder

Fredrik Asche Kaada

I'm a trail runner from Stavanger documenting my own path toward the UTMB start line. Formerly an experienced hiking guide with DNT, I now support Protect Our Winters as a brand advocate. I hold an MSc in Innovation and Sustainable Development from NTNU and a BSc in Marketing and Brand Management from Kristiania University.

Follow the training on Strava or read more about me. A higher-resolution headshot is available on request.

04 Logos

PROJECT 171

Badge with name, for light backgrounds

PROJECT 171

Same badge on dark surfaces

Badge (WebP)Badge 512 px (PNG)

Vector versions are available on request.

05 Brand DNA

Trail orange

#C94A06

Actions, the 171 in the logo

Dusk slate

#1C2E3D

Text, dark surfaces, footer

Fjord blue

#3E5A73

Gradients, illustration

Paper

#F8F2E8

Light surfaces

Headings

Bebas Neue

Body

Barlow

Voice

First person: Write as "I". "We" only for joining the community.
Honest: No invented figures. Race facts come from official UTMB sources only.
Warm and inclusive: Runners worldwide, every gender, age and pace, same place in the story.
Concise: Short sentences, plain words, field-guide clarity.

Name and logo use

Write the name as PROJECT 171, or P171 for short. Not "Project171" or "P-171".
Keep clear space around the badge of at least a quarter of its width. Do not recolour, stretch, rotate or add effects.
Orange marks an action. Slate carries text and dark surfaces. Don't pair orange with green.
Never suggest UTMB endorsement. UTMB® and related names are trademarks of UTMB Group. Full rules on the brand and trademark page.

06 Commentary topics

I'm available for comment in English or Norwegian on:

Preparing for a first 100-mile mountain race while working full time
Qualifying for UTMB: Running Stones, the lottery and choosing races
Mandatory kit and mountain safety on long races
Climate and the mountains we run in, as a Protect Our Winters advocate

Press releases will be listed here as they are published.

Media contact

Fredrik Asche Kaada, founder · Stavanger, Norway

contact@project171.com